Nike has called in FleishmanHillard to handle its retained UK public affairs work for an initiative championing physical activity among children.

The sportswear firm is a member of the Designed to Move initiative, a global coalition of more than 70 sports and health bodies that aims to make physical activity an everyday occurrence within children’s lives. Other members include the Brazil Ministry of Sport and the Premier League.

FH will be responsible for building advocacy among MPs and the wider policy community related to sport, fitness and children’s health, on behalf of Nike as part of its involvement with Designed to Move.

It will target a number of stakeholders from the Department of Health to the Department for Transport, the Department of Culture, Media and Sport, the Cabinet Office and the Department of Education. The agency’s aim is to ensure that Government policy encourages children to be physically active from a young age.

The agency’s director of corporate reputation Caroline Winters will run the account. She will work with Andy Reed OBE, the sports campaigner and ex-Labour MP for Loughborough, who is a part-time consultant for the agency.